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Presentation given at the Service Design Conference held on the 3rd of May 2011 in Sydney, Australia. Presentation which highlights the differences we've noticed while doing service design work for a variety of not-for-profit organisation and private industry.
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Service design for Corporates vs NGOs...Is there a difference?
Dr Melis Senova
Service Design Conference, Sydney3 May 2011
How we view service design at Huddle
find buy use help
research analyse compare requestquote negotiate order step 1 step 2 step 3 self
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step 3
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experience
organisation
process
technology
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Epic Customer ContextA customer-centric way to frame the context of a service at the highest level. An epic journey is made up of di!erent ‘legs’.
Optional PathwaysEach leg is comprised of possible di!erent paths that may be taken to complete each leg of the journey.
CustomerThe customer could be an individual with a certain objective, or it could be an entire organisation. The customer chooses their pathway through the service.
Customer JourneyThe chosen path is referred to as the customer journey. The customer doesn’t experience each step in isolation, it’s all part of an entire service experience.
Customer Journey MapA visual representation of the path a customer may take through a service o!ering. It highlights the di!erent touchpoints that characterise the service experience.
Service BlueprintA common tool to communicate the experience at the touchpoints, the interaction with customer facing sta! and the support processes that aid the delivery of the service.
Service Integration Plan A map which can be used to plan e!orts to improve integration between areas of the business critical to delivering a successful service experience.
TouchpointsThe touchpoints are the tangible elements of the service that, when designed together, can set up the overall service experience.
www.huddledesign.com
© Huddle Design 2010
brand aware-ness loyalty sales revenue cycle
timesservicelevels
satis-faction faults retention
marketresearch
segmen-tation
salescall
upgradeproduct
processorder
resolveissue
promotion
promote sell deliver support
experience
touchpoints
customer journey
customer
epic journey
www.huddledesign.com
The experience is the glue between the customer and the organisation. We design the things that help deliver the desired experience.
Strategic Communication Plan Changes to current services or introductions of new services requires communication across many di!erent audiences. A communication plan is an essential part of change management to ensure the right messages are communi-cated to the right people at the right time.
OrganisationPeople with di!erent skills and knowledge deliver the service to customers across di!erent touchpoints.
ProcessThe workflow or process is central to the delivery of the service and must be designed to flow end to end and integrate the people and systems.
Technology SystemsThe people and processes are supported or enabled by systems and tools, and parts of the service may be delivered by technology infrastructure.
Business DriversThe successful performance of the service is driven by di!erent factors and measured at the macro and micro level.
Epic Business ContextAn organisation centric way to frame the context of the service at its highest level - each leg of the business epic has relevant drivers and success measures.
Service Integration Plan A map which can be used to manage e!orts to improve integration between areas of the business critical to delivering a successful service experience.
Service Relationship MapA visual representation of how services within a portfolio relate to each other. This map can be used to understand opportunities for bundling, cross selling and ares requiring more alignment.
© Huddle Design 2010
Things that are different...
The language is different and the value exchange is
different.
Supporter Customer
Supporters have a relationship with their cause
which is personal. The outcomes they seek have a
longer timeframe.
A customer has a need that can be fulfilled with the acquisition of a
service.
Customer Service provider
Happy customer
Happy service provider
Corporate value exchange is transactional, tangible and internally focussed.
NGO Happy outcomeSupporters
NGO value exchange is aspirational, less tangible and externally focussed.
Empathy-gap is different.
Corporates tend to have a bigger empathy gap than NGOs, this is where communication design becomes really important.
Customer
I really need to have a clean home.
Corporation
We really need to meet our revenue
targets.
We are really passionate about saving the planet.
NGO
Employees of NGOs naturally have more empathy for supporter-insights (when you can get them).
Supporters
I’m really passionate about saving the planet.
NGOs have a clearer link to a guiding purpose... the greater good.
Why?
How?
What? When?
Purpose Missions
Approach Plan
Huddle Thinking Framework - how we orient ourselves during immersion.
Our focus is here with corporates.
Our focus is here with
NGOs.
Entry points into the organisations are different.
Typical entry point with Corporates.
Typical entry point with NGOs.
Having an entry point at the c-level executive increases the ability to effect change across a wider scope.
Things that are the same...
Both organisations are affected by politics, both
internal and external.
On close inspection...
... politics plays a similar role.
The best way to navigate a political environment is to design your communication for your audience.
Change is scary.
Fear of change is present in both types of organisations, as service designers we need to acknowledge the role we play in enabling change.
I’d like to make a complaint please...
Both organisations need to function in two intersecting
worlds.
find buy use help
research analyse compare requestquote negotiate order step 1 step 2 step 3 self
servecall
centre
research
compare
order step 2
step 3
step 1call
centrecustomer journey. The customer doesn’t experience each step in isolation, it’s all
brand aware-ness loyalty sales revenue cycle
timesservicelevels
satis-faction faults retention
marketresearch
segmen-tation
salescall
upgradeproduct
processorder
resolveissue
promotion
promote sell deliver support
The experience is the glue between the customer and the organisation. We design the things that help deliver the desired experience.
service is driven by di!erent factors and measured at the macro and micro level.
level - each leg of the business epic has
Customer’s or Supporter’s world
Organisation’s world.
They both need to operate within two worlds, and as service designers we need to design for both these worlds.
Both organisations want to please their supporters/
customers.
Corporation
Supporter Customer
NGO
Both NGOs and Corporates want to be loved. They also understand that most of the loving happens in the ongoing interaction with their service.
Both organisations need to sell service design
internally.
Awareness
Gather Information
Evaluation
Consideration
Commitment
Usage
End to end service experience
Awareness
Gather Information
Evaluation
Consideration
Commitment
Usage
Advocacy
As an organisation, it is becoming more important to influence what people think about your service through its end to end experience. This is where we spend most of
our time, and this is what we talk to others about.
A few lessons...
Don’t sell the tool without building the capability to use it.
Know how to meaningfully compartmentalise your work.
Get good at communicating the value of service design, using your
client’s language.
Thank you.
Please ask some questions.
Dr Melis Senova
@avones@huddledesign
